David Meyer

A 'Squeaky Clean' list

Garbage in, garbage out. With direct marketing, having a good list is the most important element (more important than creative).

November 12, 2018

Lists can be purchased from a variety of sources…but where/how they get the information is crucial to the quality of the list. You’ll read stories about people getting credit card applications for dead relatives or children, that’s not uncommon (I was tempted to apply for a Visa for my 8-year-old).

For really high impact, highly targeted campaigns it’s best to enrich the data from other sources and ‘cleanse’ the list by actually calling and verifying the information. Not only does this ensure quality of the data, it primes the target to be on the lookout for material that you’re sending. The unspoken message here is two-fold: 1) That they’re important enough to you that you wanted to make sure you had the right information and 2) The information must be worthwhile and relevant if you took the time/energy to verify the information.

Targeted marketing is our favorite approach. Defining the target is the easy part…reaching them is the key to success.

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David Meyer

There are a lot of great story-tellers, but there aren’t enough story-understanders. When clients have trouble explaining a new value proposition, David can name that tune in fewer words than they imagined possible. When prospects come to us with a symptom, David asks the (sometimes hard) questions that get to the root of the problem. Then he solves it. After decades inaccount management and creative roles, David is able to bridge the gap between creatives and clients (and back). Oh, and he can tell stories, too.

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